We are spending 2 hours 51 minutes a day on our mobile devices. The only other media we spend more time on is TV at 4 hours and 21 minutes.
This amount of increasing attention for mobiles has some big implications for advertising and marketing budgets.
This mobile momentum is also partly driven by two technologies that have intersected that are both addictive and compulsive.
Social networks and mobile devices.
This is one of the reasons Facebook bought Instagram for future mobile advertising. Mark Zuckerberg has also stated that Facebook would continue to focus on growing its mobile advertising and with 62% of its revenue in Q2 of 2014 now coming from mobile ads, that goal is being fulfilled.
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The emerging buzz about mobile marketing
Emarketer came out with a survey, not so long ago, based on the scheme of things in US market and the upcoming trends in advertising spending. What it revealed was that over the next few months we will see a massive jump in the ad spending, something the likes of which hasn’t been witnessed in over a decade. This 5% increase in ad spend hasn’t been seen since 2004.
The US market alone will witness an investment in excess of $180 billion in the ads in just one year.
It is also predicted that digital ad spend will almost match TV by 2017 and mobile will be a big chunk of that.
But as mind boggling as this figure is, what caught our interest was another piece of stat which suggests that the biggest chunk of this ad expenditure will come from mobile advertising. Here are some more facts on mobile marketing that may grab your attention.
- When they compared the mobile advertising trends of 2013 with the expected trends (based on quantitive analysis), they found out that the marketeers will be spending more than 80 percent on mobile advertising as compared to the amount they was invested in 2013.
- When we compare it with the traditional advertising mediums, 2015 will see mobiles accounting for 14% of the total ad spending in US, while newspapers will witness a decline to 8.6% and magazines to 7.9%. The radio ads won’t fare any better at 8.2%.
- And then you have Business Insider that comes out with equally startling figures. As per their studies, between 2013 and 2018, we are going to witness a five-year compound annual growth rate of close to 50% in the mobile advertising revenue.
This massive leap in mobile advertisement spending hardly comes as a surprise to those not novices to the workings of the virtual world.
Advertisers can only be expected to broadcast their products and services in the places they find their targeted audience at. And the mobile phone realm is not just the place where they find their targeted audience, but they gain a hell of a lot of consumers who aren’t very fond of window-shopping.
The effect of radio and print advertisements on the end user is well documented, and so is the case with the TV advertisements. But the fact that they have been talked about enough doesn’t take anything away from their impact on the consumers, and their significance for advertising professionals. They have been reliably known to establish an instant connect with the end users and that’s precisely why they have remained the go-to mediums for companies looking to pitch its product to a massive customer base. And television commercials have been seized with a keen desire by the same brands, owing to their chief virtues that we are more than aware of.
Be it on the television at your home, the electronic hoardings out side, or the giant screens of movie halls, we are accustomed to our daily dose of TV ads. Thanks to improved quality and creativity standards, the TV ads work and work well.
Why mobile marketing?
The question is then, why suddenly this lean towards mobile marketing?
It rather is a result of the constant pursuit of better results and smaller budgets. The key here is not to overplot the ad content, but to pitch it on a medium that consumers carry with them all the time.
- Sitting at a coffee joint
- Watching a ridiculously insipid television soap
- Killing time at office
- On a bus ride
- ….. and so on
You can’t overstate the fact that the world is going more mobile by the hour and all marketeers are doing is keeping up. As for the mobile shopping, those tiny ads keep getting user’s attention. Unlike the brick and mortar stores, buying unneeded items is much too common on Smartphones, where all you need is a few taps on the screen.
Now, if that doesn’t make advertisers of the world smack their lips in temptation, nothing else will!
Guest Author: Lucie Kruger is an eminent Senior Content Editor and IT consultant for Mobiers Ltd, a leading mobile application development company. You can also contact her, if you are looking forward to hire mobile application developer.